You can’t grow your business unless you step outside the box to try something new.
“The definition of insanity is doing the same thing over and over and expecting new results.” I’ve heard this said so many times, it’s almost cliché (you probably have, too). But that makes it no less true.
If you’re an INSTORE reader, you’ve probably tried out an idea or two from our magazine in your store over the years — maybe even more than a few. So you’re not an “insane” retailer. But you should definitely continue to experiment. In fact, the top companies in the world strive to run thousands of experiments each year. FAST COMPANY reports that Google and Procter & Gamble run more than 7,000 experiments per year each and Amazon nearly 2,000. Amazon chief Jeff Bezos has said, “Our success at Amazon is a function of how many experiments we do per year, per month, per week, per day.”
With that in mind, our lead story, appropriately entitled “Go Big or Go Home,” suggests 20 experiments you can try to spur business to new heights (and another dozen ideas available online at instoremag.com).
Here at SmartWork Media, we don’t just preach it — we practice it. After all, we’ve recently launched INVISION for eyecare providers, and followed that up last year with Pets+ for pet store owners. We’ve even run successful experiments, like INDESIGN and the SMART Jewelry Show, from which we later decided to move on.
There’s no shame in choosing not to continue an experiment. But there is danger in not experimenting at all. To quote another (true) cliché, “If you’re not moving forward, you’re moving backward.”
And who knows: your next “insane” experiment just may be the one that makes 2018 your best year yet!
FIVE SMART TIPS YOU'LL FIND INSIDE THIS EDITION
1. Consider partnering with a local nail salon to promote your bridal selection via discount giveaways. (Manager’s To-Do List, p. 26)
2. Cut the hours you are open to the public so that busy work gets done behind closed doors. (The Big Story, p. 38)
3. Direct mail a wealthy neighborhood every two weeks for three months. (The Big Story, p. 38)
4. Create a selfie booth, mural wall or backdrop for “Instagrammable” ring selfies. (Wisdom from the Road, p. 48)
5. Incorporate a great review, Facebook post or Instagram photo into all emails to clients. (Angie Ash, p. 62)
This article originally appeared in the March 2018 edition of INSTORE.
JEWELER SUCCESS STORIES
Wilkerson Steps in When It’s Time to Step Back
Jim Russell of Stein Jewelry in Madison, Mississippi, says Wilkerson seamlessly handled the sale that let him and his wife “do the things that we have always wanted to do.” Trust Wilkerson to handle your end of business sale—they’ll be there every step of the way.
Latest Know How Stories
- What Legacy Will You Leave As a Jeweler? Here's What Your Peers Say
- Can You Afford to Close Your Store for Extended Time? Here's What Other Jewelers Say
- When a Longtime Employee and Family Friend Steals from a Store and Vanishes, How Should the Owners Handle It?
- Two Ways to Keep From Discounting an Item
- Like the Tires of a Car, One Flat Salesperson Can Ruin the Experience